The DTC Insider - Weekly Newsletter - 27/09 - Issue #25

Welcome to this issue of The DTC Insider newsletter. 👋

We'll send you weekly emails, every Wednesday, trying our best to deliver great value to your inbox.

In this newsletter, you'll find:

💠 9 Reasons Why You Should be Using Landing Pages

💠 3 Mistakes That Cost These Brands a Lot of Money In Q4 2022 (That You Should Avoid)

💠 Email Marketing Tips For This Holiday Season

9 Reasons Why You Should be Using Landing Pages

Q4 is aaaaalmost here 🔥  

Time flies, doesn't it?

Anyway, I'm sure you have everything planned already:

Inventory...

Great offers...

Marketing strategy...

And, what about landing pages?

I know, you have your own e-commerce store already.

But, did you know that your business could really benefit from using landing pages, instead?

Actually, by using landing pages (LPs), you can see the following benefits:

👉 Increased conversions: LPs are designed to convert visitors into customers, and they typically have higher conversion rates than e-commerce websites. This is because landing pages are focused on a specific offer or product, and they eliminate any distractions that could prevent visitors from converting.

👉 Improved targeting: LPs can be targeted to specific audiences and keywords. This means that you can show your landing pages to people who are most likely to be interested in what you have to offer, which can lead to higher conversion rates.

👉 More control over the user experience: you can design your landing pages to look and feel the way you want, and you can include all of the information and calls to action that you need to convert visitors into customers.

👉 Better SEO: LPs can be optimized for search engines, which can help you attract more visitors to your website. When you create a landing page for a specific keyword or phrase, you can include that keyword or phrase throughout the page, including in the title, header tags, and body copy. This will help your landing page to rank higher in search engine results pages (SERPs).

👉 Reduced bounce rate: LPs can help to reduce the bounce rate of your website. This is because landing pages are typically focused on a specific offer or product, and they eliminate any distractions that could cause visitors to leave your website.

👉 Increased brand awareness: LPs can help to increase brand awareness by showcasing your products or services in a clear and concise way. You can also use landing pages to collect email addresses and other contact information from visitors, which can be used to nurture leads and build relationships with potential customers.

👉 More flexibility: LPs give you more flexibility than e-commerce websites. You can create landing pages for specific promotions, products, or services. You can also create landing pages for different audiences and keywords.

👉 Easier to test: LPs are easier to test than e-commerce websites. You can easily create different versions of your landing pages and test them to see which one performs better. This information can be used to improve your landing pages and campaigns over time.

If you don't know where to start, reach out to our team at [email protected] and we'll help you out with a free 1:1 strategy call.

3 Mistakes That Cost These Brands a Lot of Money In Q4 2022 (That You Should Avoid)

Planning Q4 is definitely not easy.

The last few years were different, unprecedented, and kind of unstable, to say the least.

I'm not talking only about customer acquisition & retention strategies.

I'm talking about things like the socioeconomic context...

...fulfillment...

...and everything else that happens behind the scenes for the end customer.

I'm writing this section because these mistakes were made by 8-figure brands.

They are well-established...

They have experience...

They know what they're doing...

And still, this happened.

So I just want you to be aware of this, so it doesn't happen to you too.

Let's go through each of them:

Mistake #1:

This is a fast-fashion brand.

They produce between 100 and 200 products every.single.week. 🤯

Taking into consideration how they did during Q4 in previous years, and their goals for this one, we proposed a plan.

They typically do very well in October and November, and then sales go down in December.

So we planned the budget for the ad spend accordingly.

Q4 started...

October was great ✅

November was way better than they expected ✅

And when they saw that, they wanted more.

Even though we suggested sticking to the plan and scaling down...

...they wanted to keep the same budget, expecting a similar influx of sales.

What happened?

As you can imagine, sales matched our planned expectations (which were significantly lower than in November).

...even though they spent way more than we had planned. 😱

The consequence?

This company had a really hard time recovering from that hit.

It took them almost the entire Q1 to recover.

So, the lesson here is:

👉 PLAN AHEAD

👉 Don't get ambitious if you cannot back it up with data

👉 And if you do get ambitious, measure and scale down ASAP as if you see it's not working

Mistake #2:

This is a company that sells only one product: belts.

They do great, but last Q4 they suffered a lot.

What happened?

They didn't properly plan the inventory for the holiday season...

...and they ran out too early! 🤦‍♂️

As you can imagine, they learned the lesson, and they started to better forecast the inventory.

Mistake #3:

As we all know, Black Friday is a great time to get new customers.

Some brands do big discounts...

Others do bundles or limited editions of their products...

But some others, like this apparel brand, used it with the ONLY goal of clearing old inventory.

Although there's nothing wrong with promoting products from previous collections...

...it's not the best way to attract new customers if you only do that.

Why?

Well, in many cases, it's the first impression they get from your brand.

So, you'd want to promote great deals, with great products.

And if they are already customers, I guess many people would be disappointed by seeing there's no new product included in the deals.

Now you know these 3 mistakes these brands made, make sure to keep them in mind for this Q4.

Email Marketing Tips For This Holiday Season

Charles "Chuck" Melber kicked his career off in the early days of e-commerce selling skateboards, sunglasses, and more.

Facebook ads were barely a thing at the time, and it was all about community building.

He then spent a few years working in and studying User Experience and Interaction Design.

During that time he was privileged to consult on projects with companies like GoPro, Mozilla, and LG.

Btw, this episode originally aired on Oct 14th, 2022. So, if you didn't listen to it, now it's a great time to do it!

In this episode of The DTC Insider podcast, we discussed:

👉 How to segment abandoned cart flows for personalized content

👉 The most important thing to split test

👉 How to grow an email list

👉 Top email flows to implement

👉 How often you should send emails to the list

🎧 Tune in to our latest episode: https://thedtcinsider.com/

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